Tati Bruening, a 22-year-old content creator, initiated the “Make Instagram Instagram Again” campaign in response to Instagram’s shift from everyday sharing to curated, professional content. The platform’s focus on algorithmically suggested videos and influencer-driven posts has alienated average users, leading many to retreat to private accounts and closed communities for more authentic interactions. The rise in private sharing contrasts sharply with the public nature of social media, where users feel pressured to present perfect lives. As social media evolves, platforms like Discord and Geneva are gaining popularity for their niche communities, while Instagram’s user engagement declines, indicating a shift towards more private, genuine social interactions.
| name | description | change | 10-year | driving-force | relevancy |
|---|---|---|---|---|---|
| Make Instagram Instagram Again | A campaign advocating for more authentic and less curated content on Instagram. | Shift from curated content to more authentic, everyday sharing on social media. | In 10 years, social media could prioritize authentic interactions over curated aesthetics. | A growing fatigue among users with the pressure to curate perfect content. | 4 |
| Rise of Private Sharing | Users are increasingly opting for private accounts and closed groups for sharing content. | Transformation from public sharing to private, intimate interactions among friends. | Communities may form around niche interests outside of major social platforms. | Desire for authenticity and connection without the pressure of public scrutiny. | 5 |
| Decline of Traditional Posting | Users are posting less frequently on public feeds, shifting to stories and direct messaging. | Decrease in regular public posting to more private and spontaneous sharing. | Social media may evolve into more of a messaging and private sharing platform. | User fatigue from the pressure of maintaining a public persona. | 5 |
| Emergence of Niche Communities | Communities are forming around specific interests in closed platforms like Discord. | Shift from broad social media platforms to smaller, focused communities. | The landscape of social media may be dominated by niche, interest-based communities. | Desire for deeper connections and like-minded peers. | 4 |
| Influencer Fatigue | Users feel overwhelmed by professionalized content and influencers on social media. | Transition from influencer-driven content to more grassroots, user-generated content. | Influencer culture may shift towards more genuine and relatable content creators. | User disillusionment with the curated perfection of influencer lifestyles. | 4 |
| Growth of Alternative Platforms | New social media apps are emerging to cater to users’ desire for authenticity and privacy. | Emergence of platforms like BeReal that focus on more genuine sharing. | Diverse social media platforms may thrive based on authenticity and community. | The search for alternatives to mainstream social media giants like Instagram. | 4 |
| Shift in User Engagement | Users are engaging more in direct messages than in public posts or stories. | Users prefer private communication over public sharing of their lives. | Messaging and closed community features may dominate social media interactions. | User preference for intimate, less public forms of communication. | 5 |
| Increased App Saturation | New social media apps are struggling to maintain user engagement post-launch. | Frequent rise and fall of apps without sustainable user engagement. | The social media landscape may be characterized by constant app churn without lasting platforms. | User fatigue and search for meaningful connections over novelty. | 4 |
| name | description | relevancy |
|---|---|---|
| Loss of Authenticity in Social Media | The shift towards curated content and professionalization dilutes genuine interactions among users, leading to disconnection from the platform’s original purpose. | 4 |
| Increased Pressure and Anxiety in Posting | Higher stakes and unspoken social standards create anxiety for users, discouraging casual sharing and contributing to mental health issues. | 5 |
| Shift Towards Private and Closed Communities | Users prefer closed groups over public sharing, risking the creation of isolated echo chambers and decreased exposure to diverse opinions. | 4 |
| Decline of User Engagement on Legacy Platforms | As users post less frequently and move to direct messaging, legacy platforms may struggle to maintain relevance and active user bases. | 4 |
| Emergence of New Social Media Dynamics | Niche communities are rising, which can both enhance connections and create challenges for influencers and marketers to engage effectively. | 3 |
| Potential for Echo Chambers | The migration to smaller, like-minded communities may reinforce existing biases and prevent exposure to differing viewpoints. | 4 |
| Digital Fatigue and Burnout | An overwhelming amount of content consumption leads to fatigue, causing users to detach from social media engagement altogether. | 5 |
| name | description | relevancy |
|---|---|---|
| Return to Private Sharing | Users are increasingly favoring private accounts and closed communities for sharing content, moving away from public posting due to social pressure. | 5 |
| Rise of Niche Communities | There is a growing trend towards forming smaller, hyper-specific communities where users feel comfortable connecting without the pressure of social media norms. | 5 |
| Shift from Content Creation to Consumption | Social media has transitioned from platforms for sharing personal content to spaces primarily for consuming entertainment from influencers and creators. | 5 |
| Fatigue from Curated Content | Users express frustration with the pressure to curate their content, leading them to abandon traditional posting for more private interactions. | 4 |
| Desire for Authenticity | A new generation seeks more genuine and less curated social interactions, as seen in the popularity of apps promoting authenticity. | 4 |
| Increased Use of Direct Messaging | Users are spending more time in DMs and group chats rather than posting publicly, indicating a preference for private conversations. | 4 |
| Emergence of New Social Platforms | New apps focusing on authenticity and niche communities are emerging as alternatives to mainstream platforms like Instagram. | 4 |
| Rejection of Traditional Influencer Culture | Younger users are distancing themselves from traditional influencer culture, preferring less commercialized and more genuine interactions. | 5 |
| description | relevancy | src |
|---|---|---|
| A shift towards closed communities and private groups for sharing content, reducing exposure to the public eye. | 4 | 73a2bffc6e94204086528949ae1205e7 |
| Emerging apps like Discord and Geneva that facilitate connections among smaller, specific interest groups. | 5 | 73a2bffc6e94204086528949ae1205e7 |
| Increased focus on direct messaging as a primary mode of interaction over traditional social media feeds. | 4 | 73a2bffc6e94204086528949ae1205e7 |
| Platforms introducing paid features for exclusive community access and content sharing. | 3 | 73a2bffc6e94204086528949ae1205e7 |
| A movement towards more genuine sharing of personal experiences, moving away from curated content. | 5 | 73a2bffc6e94204086528949ae1205e7 |
| name | description | relevancy |
|---|---|---|
| Curated Content Fatigue | Users are increasingly frustrated with the pressure to create highly curated content, leading to reduced posting frequency. | 5 |
| Shift to Private Sharing | A growing number of users are moving towards private accounts and closed communities, seeking a more authentic sharing experience. | 5 |
| Decline of Traditional Social Media Engagement | Users are spending less time posting publicly and more time in direct messages and group chats, signaling a shift in social media dynamics. | 4 |
| Rise of Niche Communities | As general social media becomes overwhelming, users are gravitating towards smaller, interest-based communities for more meaningful connections. | 4 |
| Impact of Algorithm Changes | Algorithm-driven platforms are causing users to feel pressured and overwhelmed, leading to a backlash against curated content. | 4 |
| Emergence of Alternative Platforms | Emerging apps like BeReal and Discord are gaining popularity as users seek more authentic and less curated sharing experiences. | 3 |
| Marketing Challenges in Closed Spaces | Brands face difficulties reaching users in private or niche communities, limiting their influence on consumer behavior. | 3 |
| Generational Shift in Social Media Use | Younger generations, particularly Gen Alpha, are rejecting traditional social media formats in favor of more private, community-focused platforms. | 4 |
| Mental Health Implications of Social Media Use | The pressure to curate content and the overwhelming nature of social media may have negative impacts on users’ mental health. | 5 |